For this assignment I had to create a layout design booklet for an imaginary client, Harley-Davidson provided the booklet's text copy. I designed this booklet from inception to final design through research, ideation, planning and type design principles using Adobe InDesign and Photoshop. 

My goal was to come up with a concept that targets the lesser but significant segment of their market, - woman, - and inspires, while staying aligned with the brand's strong, rugged and powerful image.  

To get a better understanding of current industry trends in typography and publication design and grid-systems, I collected and evaluated the technical and aesthetic aspects of various page layouts. My findings helped me later in thumbnail development. 

After researching the brand and its marketing, I have come up with two different concepts for the project, for which I did the mood boards below. 

"Freedom"

After consulting with the teacher, I felt that the one I went along with is more out-of-the-box showing and celebrating lady riders.

With a clear concept and a better idea of grid-systems and booklet layouts, I developed potential thumbnails to help me setting a direction for my booklet.

In order to create a cohesive design and faster workflow, I have set up paragraph styles in InDesign. This was extremely helpful, as I ended up changing the initially picked colour palette. 

Did the same for the text heavy table in the booklet.